Fine jewelry covers pieces made from gold, silver and real gemstones, from everyday layering to engagement rings and heirloom designs. The directory includes Mejuri, Vrai, Monica Vinader, Astrid & Miyu, Catbird, Aurate, Tiffany & Co., Bulgari and Pomellato. Purchases are emotional and often high-value, so ads must build trust and desire together. Studying them shows how accessible brands and luxury houses differ, how they speak about stones and sourcing, and how they tie products to milestones and gifting.
Astrid & Miyu is a London demi-fine jewellery brand founded in 2012 by Connie Nam. Known for pioneering ear curation and stacking culture in the UK, the brand operates stores across London and major UK cities, with a strong DTC web channel and a vibrant community-first marketing model. Also searched as Astrid.
Aurate New York is a DTC fine jewelry brand founded in 2015 by Sophie Kahn and Bouchra Ezzahraoui. The brand offers factory-direct 14k and 18k gold jewelry with inclusive sizing and a rigorous performance marketing approach. Aurate has retail showrooms in New York and Los Angeles alongside its primary DTC web channel.
Awe Inspired is a Los Angeles-based DTC fine jewelry brand founded in 2018 by Jill Johnson (a three-time cancer survivor) and her son Max Johnson. It creates pieces inspired by goddess mythology with 20% of proceeds from each design donated to aligned charity partners, using TikTok storytelling to drive consistent sell-outs. Also searched as Awe.
Bucherer is a Swiss luxury watch and jewellery retailer founded in Lucerne in 1888 by Carl Friedrich Bucherer. With 100+ stores in 50+ cities, it is the world's largest luxury watch retailer. Acquired by Rolex in August 2023, Bucherer continues to operate independently, with a growing certified pre-owned DTC channel and e-commerce expansion. Also searched as Bucherer.
Bulgari is a Rome-founded luxury jewellery and accessories house established in 1884, owned by LVMH since 2011. Known for bold Italian aesthetics, the Serpenti and B.zero1 collections, and a growing hotel and fragrance business, Bulgari runs ambassador-led paid social campaigns targeting luxury and gifting consumers.
By Charlotte is a Sydney-based fine jewellery brand founded in 2012 by Charlotte Blakeney, a former makeup artist. The brand focuses on meaningful, intention-set gold pieces with spiritual and wellness themes. A pivotal moment came when Rosie Huntington-Whiteley wore the Lotus Necklace on Harper's Bazaar, propelling the brand to global recognition. By Charlotte operates as a pure DTC e-commerce brand.
Catbird is a Brooklyn-based fine jewelry brand founded in 2004 by Rony Vardi. Known for its delicate, ethically sourced pieces and its Williamsburg boutique, Catbird built its following through organic press and word-of-mouth among millennial women before most DTC brands existed. The brand maintains a deliberately low paid media profile.
Gemmyo is a Paris-based fine jewellery brand founded in 2011 by Pauline Laure and Jérôme de Guitaut. It pioneered made-to-order jewellery with transparent pricing in France, offering a 3D visualisation configurator for bespoke engagement rings and jewellery made in French ateliers — a DTC model that challenged opaque traditional jewellery retail.
Jennie Kwon Designs is a fine jewelry brand selling diamond and gold pieces, including engagement rings and everyday jewelry, direct-to-consumer online. Founded by designer Jennie Kwon, the brand is based in the United States and positions itself around modern, minimalist design. It advertises across Meta placements to reach shoppers.
Kalevala Jewelry (Kalevala Koru) is a Finnish jewellery brand founded in 1937 by the Kalevala Women's Association in Helsinki. Drawing design inspiration from the Finnish national epic Kalevala and archaeological Finnish artefacts, the brand produces silver and gold jewellery sold DTC and through jewellery retailers across Finland and internationally. Also searched as Kalevala.
Kirstin Ash is an Australian jewelry brand offering fine and demi-fine pieces including rings, necklaces, and earrings, sold direct-to-consumer online and through select stockists. Founded by designer Kirstin Ash, the brand is known for its minimalist, layerable designs. It advertises across Meta placements to reach shoppers.
Mejuri is a Toronto-based DTC fine jewelry brand founded in 2015 by Noura Sakkijha and Majed Masad. The brand pioneered 'self-gifting' as a positioning — repositioning fine jewelry from a gift men buy for women to an everyday self-purchase. Their Monday Drop strategy and micro-influencer seeding at scale built a loyal millennial customer base.
Michael Hill is a jewelry retailer founded in New Zealand, selling engagement rings, diamonds, and fashion jewelry through stores across Australia, New Zealand, and Canada, plus an ecommerce site. The brand advertises across Meta placements to drive store and online traffic.
Mociun is a fine jewelry and homeware brand known for its handcrafted, gemstone-forward engagement rings and fine jewelry, alongside a home goods line. Based in Brooklyn, New York, it sells through its own boutique and ecommerce site. The brand advertises across Meta placements to reach shoppers.
Monica Vinader is a British demi-fine jewellery brand founded in 2008 by sisters Monica and Gabriela Vinader. Known for its engraving service and friendship bracelets, the brand crossed £100M in revenue through a DTC-first model with stores across the UK, US, and Asia. Also searched as Monica.
Pomellato is a Milan-founded fine jewellery brand established in 1967 by Pino Rabolini, owned by Kering since 2013. Known for coloured gemstone craftsmanship and bold feminist campaigns like 'Nuda', Pomellato operates a DTC e-commerce channel targeting independent women globally.
Sabyasachi is an Indian luxury fashion house founded by designer Sabyasachi Mukherjee, known for bridal couture, occasion wear, and jewelry rooted in Indian craftsmanship. The label sells through flagship boutiques and its e-commerce site, and advertises across Meta placements.
Stone & Strand is a New York-based fine jewelry DTC brand founded in 2013 that positions itself as a jewelry discovery and education destination. The brand curates its own pieces alongside a selection of independent designers, using editorial content and jewelry education as its primary acquisition strategy. Also searched as Stone.
Tiffany & Co. is an American luxury jewelry and specialty retailer known for diamond engagement rings, fine jewelry, watches, and silverware, and its signature "Tiffany Blue" branding. Founded in 1837 in New York, it is one of the most recognized names in luxury jewelry worldwide and operates flagship and boutique stores globally alongside e-commerce.
VRAI, founded in Los Angeles in 2014, creates fine jewelry with lab-grown diamonds produced at a zero-emission foundry powered by renewable energy. Sold exclusively DTC through vrai.com, the brand targets engagement ring and fine jewelry buyers with a sustainability and transparency positioning.
WWAKE is a New York fine jewellery brand founded by Wing Yau, known for delicate, painterly designs using ethically sourced opal, sapphire, and recycled gold. The brand operates a DTC model supplemented by curated stockists and luxury e-tailers including Net-a-Porter. WWAKE's slow-fashion ethos and strong sustainability narrative have earned a loyal following among AU jewellery buyers.
Fine jewelry ads sell a feeling and a moment. Accessible direct brands such as Mejuri, Astrid & Miyu and Monica Vinader show pieces worn in daily life, layered and styled, with the message that fine jewelry can be a regular habit rather than a once-in-a-lifetime purchase. Creator styling and gifting guides are common. Milestone brands like Vrai, Catbird and Stone & Strand focus on engagement and wedding purchases. Their ads emphasize stone quality, ethical sourcing or lab-grown options, and design customization. Trust cues include certification, return policies and clear explanations of what the buyer is getting. Luxury houses such as Bulgari, Tiffany & Co. and Pomellato advertise on brand heritage, craft and cultural presence. Their campaigns look more like editorial or film than direct response, and rarely mention price or promotions. Gifting peaks around holidays and key dates, and brands adapt creative with gift guides, packaging shots and delivery deadlines. Close-up macro footage that catches the light on metal and stone is a recurring format.
Separate ads by purchase type: daily wear, gifting, milestone and heritage luxury. Each type has a different price expectation, proof requirement and emotional register, so mixing them in one analysis hides what is happening. Study how brands talk about materials and sourcing. Terms such as recycled gold, lab-grown stones or certified diamonds appear often, and the way they are framed shows how brands approach ethical concerns without lecturing. Notice the visual treatment. Macro product shots, on-model styling and lifestyle moments each signal a different level of accessibility. Compare Mejuri to Bulgari and you see two opposite ways to signal value. Also check where heritage and regional brands such as Sabyasachi, Gemmyo, Michael Hill and Kalevala Jewelry anchor their stories, from cultural craft to local tradition. These angles often get overlooked by global competitors, so they can reveal whitespace for niche or culturally specific positioning.
Accessible brands such as Mejuri and Monica Vinader show everyday styling and gifting, milestone brands like Vrai stress stone quality and sourcing, and luxury houses like Bulgari rely on heritage and editorial campaigns. Browse the brands in this directory and filter their ads by format and platform to see which messages and creative styles are used most often.
Gift guides, occasion framing, packaging shots and delivery deadlines are the common hooks. They reduce the sender's worry about choosing well. Check Catbird and Aurate ads to see how gifting is positioned. Use the brand pages here to review each advertiser's current and past ads, then compare hooks, formats and offers to find patterns worth testing.
The directory lists 21 brands, including Mejuri, Vrai, Gemmyo, By Charlotte, Bulgari, Pomellato, Monica Vinader, Astrid & Miyu and Tiffany & Co. Open a brand page to see its ads. Open the brand pages listed in this directory to compare live creative, copy and offers side by side and see which approaches keep running.
Many mention recycled metals, lab-grown stones or certified origins, and explain them plainly rather than using vague claims. Compare Vrai and Aurate to see how each frames responsible materials in its creative. Browse the brands in this directory and filter their ads by format and platform to see which messages and creative styles are used most often.
Search and save ads from every brand above across Facebook, Instagram, TikTok and more.
See all ads on AdLibrary →